The new designer concept store featuring Toteme, High Sport, Rùadh and more has opened in Williamsburg, Brooklyn.

Three weeks ago, Rew the Store, a new luxury designer concept boutique in Williamsburg, Brooklyn, quietly opened its doors at 115 Grand Street ahead of Thursday night’s grand opening celebration.

The company was founded by Rebecca Weisberg, who cut her teeth as Divisional Merchandise Manager at Shopbop, Intermix and Saks Fifth Avenue. During her 11-year tenure at Saks, Weisberg said she predominantly bought and helped grow the company’s advanced designer ready-to-wear business both online and in-store with brands including The Row, Celine, Sacai, Loewe and Prada. Then she moved to Intermix as the divisional merchandise manager of its advanced contemporary sportswear category before taking the same role at Shopbop, where she led accessories before creating the concept store.

Tired of buying for other companies and yearning for her own space to give customers the experience of discovering new brands, Weisberg told WWD she seriously toyed with the idea of opening her own store for around a year. She spent time exploring each of Brooklyn’s neighborhoods to find the right space before landing in Williamsburg, where her grandparents also were born and raised.

Following a renovation of the roomy space, her store was designed and built by Mikhail Budhai of Studio Liguanea, who built its custom desk and daybed, as well as Anna Gale of Mostly Objects, and features rich wooden fixtures, elevated furnishings and natural light.

The company does not have e-commerce as it is solely focusing on providing a sense of discovery.

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